Cadbury Wispa to award fans grants for 'goofing off'

Cadbury chocolate bar Wispa is to involve its massive Facebook fanbase in its new 'time well mis-spent' positioning by funding their ideas for interesting ways to take time out of their daily pressures.

Cadbury Wispa: social media campaign fronted by George Lamb
Cadbury Wispa: social media campaign fronted by George Lamb

The social media initiative evolves a campaign that Wispa started in April in an effort to define what the brand stands for following its successful return to the market in 2008 in response to the public’s nostalgia for the bar.

Toby Smart, brand manager for Wispa, said: "We found there was a lot of pressure on the 16-34 age group to get on in life". The bar is therefore positioned to give them an outlet by celebrating the inconsequential.

The new campaign will be fronted by TV presenter George Lamb and includes a Facebook app and Wispa meme around the premise that 'it's good to goof off', created by CMW. The campaign will be promoted with Facebook sponsored story ads bought by PHD.

The app allows Wispa's 1.8 million Facebook fans to propose ideas for 'time well mis-spent'.

Every week for six weeks from 17 July Wispa will pick 10 ideas and make them happen.

Liz Wilson, chief executive of CMW, said: "Social media will allow us to help fans celebrate the insignificant, and the shared enjoyment between brand and consumers of time well mis-spent is a great vehicle to make that happen."

Market Reports

Get unprecedented new-business intelligence with access to Campaign’s new Advertising Intelligence Market Reports.

Find out more

Enjoying Campaign’s content?

 Get unlimited access to Campaign’s premium content for your whole company with a corporate licence.

Upgrade access

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content